SmartAutomation Aps

What SmartAutomation Aps does

Smart Automation ApS is a Danish value-added distributor and consulting partner for industrial automation components, founded in 2009 by Peter Andersen and headquartered in Pandrup, North Jutland, Denmark. The firm operates with roughly 5 employees and a sales-led B2B go-to-market combining a password-protected B2B webshop (b2bshop.smartdk.com), direct phone/email sales, monthly newsletters, and personal account management led by Andersen.

Its product portfolio centers on Human-Machine Interface (HMI) panels from Italy-based EXOR (EX700 premium, EX700FB stainless/food-grade, JSmart IP67 field-ready, ESmart compact, HandHeld mobile), programmable logic controllers from Taiwan-based FATEK (FBs, B1) and US-based CREVIS (G-Series, M-Series) running CODESYS, industrial panel PCs and box computers, Teltonika industrial 4G routers (RUT240 and accessories), Windows-based ADISRA SmartView SCADA software with tag-tier licensing (150 to 64,000 tags), and the EXOR Corvina Cloud Platform for VPN-based remote access and IoT data collection. The offering includes HMI programming software (JMobile), runtime environments (CODESYS), and a wide protocol stack (MODBUS TCP/RTU, CANopen, PROFINET, EtherCAT, EtherNet/IP, BACnet/IP, OPC UA).

Revenue mechanics are a mix of hardware resale (HMI, PLC, IPC, routers), one-time software licenses (JMobile, ADISRA SmartView tag packages), and an emerging layer of recurring cloud subscriptions (Corvina VPN 3-year and lifetime licenses, IoT data message packages, application credits). Pricing is not publicly disclosed; B2B pricing requires CVR/VAT-based webshop registration, and the company runs campaign and outlet sections for discounted inventory. Smart Automation serves three primary verticals — Marine (leveraging DNV-GL, EU RO MA, and Lloyd's Register-certified panels), Food Production (where the EX700FB stainless series and ESmart ATEX-rated panels are positioned), and general industrial automation — and positions itself explicitly as a non-competing supplier: it provides sub-project guidance and supports system integrators rather than bidding against them for end-customer contracts. The company was named a Børsen Gazelle Company in 2020 for growth performance.

Name

SmartAutomation Aps

Legal name

Smart Automation ApS

Website

https://smartdk.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

Smart Automation ApS is a Danish B2B value-added distributor founded in 2009 that resells industrial automation components — HMI panels, PLCs, industrial PCs, 4G routers, SCADA software, and the Corvina Cloud Platform — to marine, food production, and general industrial automation customers in Denmark and nearby markets, supported by technical consulting and a B2B webshop.

Ownership category

akta.pro rank

Product category

Industrial Automation Components Distribution

NAICS

Software Publishers (5132), Electronic and Precision Equipment Repair and Maintenance (81121)

SIC

Wholesale-Electronic Parts & Equipment, Nec (5065)

akta.pro primary industry

Supply Chain & Warehouse Automation (Smart Logistics) (IMAIAMAJ)

akta.pro secondary industries

IoT Connectivity Management (Private APN, SIM/eSIM, Device Connectivity) (HDAIAGAG), Product/IoT & Smart Device Support (Consumer/Industrial IoT) (BPAAACAH)

Keywords

• Industrial automation components
• HMI panels distribution
• PLC programmable controllers
• SCADA software resale
• Industrial IoT solutions

Headquarters

HQ city

Pandrup

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Inventory and Warehousing, Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Automation Hardware Sales: Sale of HMI panels, PLCs, Industrial PCs, routers, and related automation components. Products include EXOR HMI panels, CREVIS PLCs, FATEK automation equipment, and TELTONIKA industrial routers. Day-to-day delivery with stock availability.
2. Software Licenses: Sale of software licenses including JMobile runtime, Codesys runtime, ADISRA SmartView SCADA software in various tag capacities (150 to 64000 tags). Both runtime-only and runtime-development licenses available.
3. Cloud Solutions: Corvina Cloud Platform subscriptions including VPN platform licenses and IoT data message packages. Products include Corvina VPN 3-year licenses, lifetime licenses, and IoT data packages.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

SmartAutomation ApS is a Danish value-added distributor of industrial automation components, importing and warehousing HMI panels, PLCs, Industrial PCs, 4G routers, and SCADA software from global manufacturers (EXOR, FATEK, ADISRA, TELTONIKA, CREVIS) and reselling them to B2B customers through a password-protected webshop. The company complements product sales with technical consulting, product guidance, and ongoing support, and resells the EXOR Corvina Cloud Platform for IoT/VPN connectivity.

Product overview

SmartAutomation Aps is a Danish automation component distributor and solution provider founded in 2009. The company operates a B2B webshop and offers a portfolio of industrial automation products centered around HMI panels (EXOR EX700, JSmart, ESmart, HandHeld series), PLCs (FATEK FBs/B1 and CREVIS G/M-Series with CODESYS), Industrial PCs, 4G routers (TELTONIKA), and SCADA software (ADISRA SmartView). The offering is complemented by the EXOR Corvina Cloud Platform for IoT/VPN connectivity and data collection. Smart Automation positions itself as a value-added distributor providing technical support, product guidance, and consulting services rather than competing with customers on automation projects.

Differentiator

Problem solved

Functional benefit

Products and services

• HMI Panels Human-Machine Interface panels in sizes from 4.3" to 21" with resistive and PCAP multi-touchscreen options, sold to industrial automation customers for control and monitoring applications across marine, food production, and general industrial sectors.
• PLCs (Programmable Logic Controllers) Programmable logic controllers for industrial automation control, including FATEK FBs/B1 series and CREVIS G/M-Series with CODESYS support, MODBUS TCP/RTU, and OPC UA.
• Industrial PCs (IPC) Industrial panel PCs and box computers for demanding automation applications, including BOXPC, Monitor, and IPC series from EXOR.
• Industrial 4G Routers TELTONIKA industrial routers including RUT240 for 4G/3G/2G connectivity with WAN failover, WiFi hotspot, and digital I/O for M2M and IoT applications.
• SCADA Software ADISRA SmartView software — a Windows-based HMI, SCADA, and Client-Server solution for building industrial automation applications, licensed by tag capacity from 150 to 64,000 tags.
• Corvina Cloud Platform Cloud-based IoT platform from EXOR for VPN connectivity, remote device management, and data collection from HMI panels and industrial equipment, sold via VPN licenses and IoT data message packages.
• Support and Consulting Technical support, product guidance, and consulting services for automation projects, where Smart Automation provides sub-project consulting without competing with customers on their own projects.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature3 records

Partnerships

Five partnerships are on record, tiered core and secondary.

• EXOR InternationalcoreTechnology or IntegrationItalian technology provider supplying HMI panels, software, and cloud solutions. EXOR International offers a wide selection of solutions including data-driven plant performance, industrial edge management, and remote servicing. Smart Automation resells EXOR products including EX700 series, JSmart series, eSmart series HMI panels, JMobile software, Codesys runtime, and Corvina Cloud Platform.
• ADISRAcoreTechnology or IntegrationUS-based software company providing ADISRA SmartView - a Windows-based SCADA software tool for building HMI, SCADA, and Client-Server programs for industrial automation applications. Long-standing business partnership with close collaboration on SCADA software offerings.
• FATEK Automation CorporationcoreTechnology or IntegrationTaiwan-based PLC manufacturer supplying FBs series programmable logic controllers. Products include main units, expansion modules, communication modules, and HMI panels. Smart Automation offers FBs series PLCs including 10MCR2 to 60MCR2 models with various I/O configurations.
• TELTONIKAcoreTechnology or IntegrationLithuanian supplier of industrial routers and networking equipment including RUT240 4G industrial router, switches, and accessories. TELTONIKA offers high quality and fast support. Products are used for M2M and IoT applications including connectivity for EXOR HMI panels.
• CREVISsecondaryTechnology or IntegrationUS-based supplier of PLC and I/O module products. CREVIS products include M-series and G-series PLCs, network adapters (DeviceNet, PROFIBUS, CC-LINK, CANopen, EtherCAT, PROFINET), and various I/O modules for industrial automation applications.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Automation24: Automation24 is an online B2B distributor focused on industrial automation components (PLCs, HMIs, sensors, IO modules), competing head-on with Smart Automation on price-transparent webshop distribution in Europe.
• Distrelec Denmark: Distrelec is a European B2B distributor of electronic and industrial automation components including PLCs, HMI panels, sensors and networking gear, serving Denmark with similar catalog breadth to Smart Automation.
• RS Components Denmark: RS Components is a broad-line industrial and electronic component distributor operating across Europe including Denmark, selling PLCs, HMIs, routers and automation products via B2B webshop — directly comparable distribution model and product categories to Smart Automation.

Broad incumbents

• Schneider Electric Industrial Automation: Schneider Electric supplies PLCs, HMIs, SCADA (AVEVA) and industrial automation software — a broad incumbent whose portfolio overlaps with Smart Automation's Modicon/PLC and SCADA stack.
• Siemens Industrial Automation: Siemens offers the SIMATIC portfolio of PLCs, HMIs, SCADA and industrial networking — the dominant broad incumbent in the same automation categories Smart Automation serves in Denmark and globally.
• Beckhoff Automation: Beckhoff supplies PC-based control, HMI, I/O and drive technology for industrial automation. While it is a manufacturer rather than distributor, its product lines directly overlap with Smart Automation's HMI/PLC/IPC portfolio.
• Phoenix Contact Denmark: Phoenix Contact is a global manufacturer and supplier of industrial automation, connection, and interface electronics including PLCs, HMIs, and I/O modules — a broader incumbent whose products overlap with Smart Automation's catalog.
• WAGO Denmark: WAGO is a global manufacturer of interconnection, automation, and interface electronics (PLCs, I/O, HMI) — a broad incumbent in the same industrial automation categories Smart Automation resells.

Others

• EXOR International: EXOR International is the Italian manufacturer of the HMI panels, JMobile software, and Corvina Cloud Platform that Smart Automation resells — included as an enabling/partner company central to Smart Automation's offering.

Regional players

• Rexel Denmark: Rexel is a global electrical and industrial equipment distributor with operations in Denmark selling automation, control, and networking products — comparable as a regional electrical distributor overlapping Smart Automation's industrial customer base.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/smartautomation-aps

Compliance9 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SmartAutomation Aps